The marketing and product teams both need to be responsive and flexible. Marketing teams need to seek out users for the product that exists today. They also must gather data from users about their preferences and feed it back to the product team. Then the product team must iterate based on that feedback.1 Without a proper feedback loop between product and marketing, otherwise competent product and marketing teams are doomed. We still constantly ask ourselves why products succeed and fail, and we identify and test new patterns.
